Anne Dockery, a 77-year-old champion athlete from Bristol, is preparing for her first marathon this year. She took up running at 52 after a relatively inactive life. Dockery now competes in triathlons and has an impressive medal collection. She says fitness brands ignore older exercisers like her, which could be hurting the nation's health.
Dockery recalls being told that life ends at 40, but she challenged that belief. New polling from Age Without Limits, a campaign she works with, found that nearly half of 55- to 64-year-olds feel no fitness brands represent their age group fairly. Dockery notes that when older people appear in adverts, it is often for funeral plans or stairlifts, not active lifestyles.
Ageism in Advertising
Harriet Bailiss, co-head of Age Without Limits, says ageism is widespread but overlooked. Dockery adds that many older people are so used to being invisible in adverts that they no longer expect representation. This perpetuates the idea that older people should not exercise. She believes better representation could inspire activity, similar to the effect the Lionesses had on young women.
Bailiss points out that the 50-plus age group has significant spending power, yet brands largely ignore them. This is a missed marketing opportunity.
Barriers to Exercise
Exercise is beneficial for health, but older exercisers face barriers. Dockery started running to strengthen her lungs after a bronchiectasis diagnosis. She initially found it boring but was hooked by the community. She encourages others to join clubs, noting that people are supportive, not judgmental.
Competition reignited her passion. Winning a medal for second place in her age group at her first race was a turning point. She believes advertisers could have a similar impact by showcasing older people exercising and competing.
Social and Health Benefits
Exercise offers physical benefits like improved heart health and reduced chronic disease risk. But Dockery emphasizes social benefits: running helped her meet people and adapt to a new city after moving to Bristol. Group exercise provides a cross-section of society and combats loneliness. She says many older people think it is too late to start, but her story inspires others.
After a radio interview, a woman in her 50s who thought she would never exercise again was motivated to put on her trainers. Dockery argues that media representation is crucial to inspire older people. She concludes, “We shouldn’t be invisible.”
